A trio of respected agency directors have combined to found CreateFuture, a digital practice based in London and Edinburgh which aims to challenge the current ‘bloated’ and ‘silo-ed’ agency model.
Dave Ward, formerly creative director at Realise, will join Nathan Fulwood, latterly innovation director at Tayburn and Jessica Mullen who leaves her post at Nile to become managing director of the new agency
Focussing on collaboration and speed the team aim to create a new agency model which is ‘collaborative, specialist and fast.’
Taking on the role of strategy director, Fulwood remarked: "We’re looking to build a new type of creative digital practice that asks hard questions about the value we bring to clients. We didn’t feel it was possible to create a truly collaborative practice within an existing agency structure. So we’ve built it from scratch.”
Meanwhile Ward will be the agency's creative director. He added: “CreateFuture rejects the hierarchies and processes of the traditional agency model. We believe they slow down the creative process and hamper meaningful collaboration, at a time when brands have to move fast and push themselves further.”
Mullen, commented: “We’re supported by an amazing production partner and a network of specialists meaning our customers get the right talent for the job in hand - rather than whoever happens to be on the bench - and scale as needed.”
Opened at the end of April, CreateFuture has already won two competitive pitches while also claiming to be competing in more both north and south of the border.